sean ellis -- building the ultimate full company growth team
TRANSCRIPT
@SeanEllis
The Growth TeamBuilding the Ultimate Full Company Growth
Team
Sean EllisFounder & CEO GrowthHackersNovember 3, 2015
@SeanEllis
Scaling Growth is Function of Process and Team
@SeanEllis
But Many Products Not Yet Growth Worthy
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Sustainable Growth Requires “Must Have” Product “How would you feel if you could no longer use this product?”
Very disappointed (40%+)
Somewhat disappointed
Not disappointed
N/A – I already stopped using
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Measure Growth with a North Star Metric
Reflects value delivered to your prospects/customers
Provides lens for measuring real growth and evaluating tests
Examples: Airbnb nights booked, Facebook MAU (monthly active users)
Captures several metrics (i.e. retention reflected in MRR and MAU)
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Everyone Impacts Growth
Marketing & PR
External Channels
Promise
1st Experience
Ongoing Experience
Sales & BD
Acquisition
Activation
Revenue
Retention
Referral
Support & Account
MgmtProduct &
Dev
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Core Growth Team Drives Testing
Marketing & PR
External Channels
Promise
1st Experience
Ongoing Experience
Sales & BD
Acquisition
Activation
Revenue
Retention
Referral
Support & Account
MgmtProduct &
Dev
CoreGrowth Team
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Building Core Growth Team
Start with a dedicated PM GrowthRest of core growth team can initially be ad hocAdd other dedicated people as needed to hit temp goalsExample roles: growth engineering,designers, analysts, VP Prod, CEO
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Testing Drives Growth
Day 1 – No certainty how you will grow
More Testing = More Discovery
Rapid testing across all vectorsAcquisition ReferralActivation RevenueRetention Resurrection
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Example: Twitter Accelerated Testing 2011
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Growth Team Needs an Effective Process
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Unbridled Ideation
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Grow a Large Backlog of Ideas
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Idea Inputs from External and Internal Experts
External Experts
Internal Experts
Ideas Tests Results
Core Growth Team Drives Process
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Prioritize Backlog
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Formalize Ideas in an Experiment Document
Keep general contributor ideas simple (no ICE)
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Compare Ideas by ICE Score
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Launch Tests
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Weekly Growth Sprint Meeting Agenda
15 min: KPI review (how/why is north star metric trending?)
10 min: Review last week’s testing sprint (any issues?)
15 min: Key lessons learned from analyzed tests
15 min: Select tests for this week’s sprint
5 min: Check growth of idea backlog
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Choosing Right Tests to Launch
• Core growth team each nominate 2-3 tests
• Members pitch their nominated idea (30 seconds)
• Discuss, shortlist and choose tests
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Capture Learning
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Capture Learning in Knowledge Base
Every test leads to learning
Organize learning for easy access
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Share Learning with Team and Participating Experts
External Experts
Internal Experts
Ideas Tests Results
Core Growth Team Drives Process
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Recap
• Goal: Sustainable growth of North Star Metric
• Engage full internal team for insights and ideas
• Include external experts for unique channel insights
• Test at high tempo, capture/share learning
